The Role of Sustainability-Based Crisis Communication in Building Social Resilience in the Local Community*
Purpose: To analyse the role of sustainable crisis communication in enhancing social resilience in local communities. The aim is to identify the key elements that influence the preparedness to respond to a crisis while pursuing the principles of sustainability. Design/Methodology/Approach: We used a qualitative approach, based on semi-structured interviews with seven experts, including practitioners, academics and a combination of both perspectives. The data collected was analysed through a three-stage coding: open coding, axial coding and selective coding, which allowed the identification of main themes and relationships. A Polish local community context was used in the study to provide insights into the challenges and opportunities of crisis communication at the local level. Findings: The compiled results of the study show that effective crisis communication at the local level depends on several factors: the awareness of residents about available resources, coordination between different administrative levels and the use of modern communication technologies. The analysis of the interviews also identified challenges, such as low levels of awareness among residents and a lack of standardised procedures, which limit the effectiveness of crisis management. Education and citizen involvement are key to building long-term social resilience. For rapid and effective communication, it is particularly important to adapt communication strategies to local needs and to use tools such as social media and mobile apps. Practical implications: The results of the study provide practical guidance for decision-makers and local leaders, highlighting the need to implement educational initiatives, invest in modern technology-based communication tools and strengthen cooperation between administrative levels to improve crisis management strategies. Originality: the research findings contribute to the body of knowledge on sustainable crisis communication, focusing on its application in local communities. The unique challenges of Polish local communities combining theory and practice in the field of crisis communication, analysed in the article, offer the reader practical lessons that can be adapted in other socio-cultural and administrative contexts.